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Antecedents of global brands preference among generation Y in Malaysia

Consumers in Asia are known for preferring global brands as opposed to the locally manufactured ones. The emergence of global brands in the marketplace has brought many benefits as well as many obstacles, especially for local marketers. This study explored the antecedents of global brands preference...

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Main Authors: Abdul Talib, Asmat Nizam, Yusof, Mahjabin
Other Authors: Mohd Suki, Norazah
Format: Book Section
Published: IGI Global 2020
Subjects:
HB Economic Theory
Online Access:http://repo.uum.edu.my/27343/
http://doi.org/10.4018/978-1-7998-3042-9.ch009
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spelling my.uum.repo.273432020-08-16T01:27:23Z http://repo.uum.edu.my/27343/ Antecedents of global brands preference among generation Y in Malaysia Abdul Talib, Asmat Nizam Yusof, Mahjabin HB Economic Theory Consumers in Asia are known for preferring global brands as opposed to the locally manufactured ones. The emergence of global brands in the marketplace has brought many benefits as well as many obstacles, especially for local marketers. This study explored the antecedents of global brands preference among Gen-Y in Malaysia, notably country-of-origin, quality, design, and advertising. Three hundred students of higher learning institutions in Malaysia were selected to take part in the study. Multiple regression analysis was used to analyze the data. It was found that the country-of-origin, quality, and design positively influence global brands preference among Gen-Y. However, advertising was found to influence preferences negatively. The findings could help local marketers develop and execute their marketing plan better and global marketers to improve their strategies and be more competitive. Marketers should focus on the above aspects in their marketing plan to capture the markets of Gen-Y in Malaysia and thus addressing their needs and wants better. IGI Global Mohd Suki, Norazah 2020 Book Section PeerReviewed Abdul Talib, Asmat Nizam and Yusof, Mahjabin (2020) Antecedents of global brands preference among generation Y in Malaysia. In: Leveraging Consumer Behavior and Psychology in the Digital Economy. IGI Global, pp. 153-171. ISBN 9781799830429 http://doi.org/10.4018/978-1-7998-3042-9.ch009 doi:10.4018/978-1-7998-3042-9.ch009
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
topic HB Economic Theory
spellingShingle HB Economic Theory
Abdul Talib, Asmat Nizam
Yusof, Mahjabin
Antecedents of global brands preference among generation Y in Malaysia
description Consumers in Asia are known for preferring global brands as opposed to the locally manufactured ones. The emergence of global brands in the marketplace has brought many benefits as well as many obstacles, especially for local marketers. This study explored the antecedents of global brands preference among Gen-Y in Malaysia, notably country-of-origin, quality, design, and advertising. Three hundred students of higher learning institutions in Malaysia were selected to take part in the study. Multiple regression analysis was used to analyze the data. It was found that the country-of-origin, quality, and design positively influence global brands preference among Gen-Y. However, advertising was found to influence preferences negatively. The findings could help local marketers develop and execute their marketing plan better and global marketers to improve their strategies and be more competitive. Marketers should focus on the above aspects in their marketing plan to capture the markets of Gen-Y in Malaysia and thus addressing their needs and wants better.
author2 Mohd Suki, Norazah
author_facet Mohd Suki, Norazah
Abdul Talib, Asmat Nizam
Yusof, Mahjabin
format Book Section
author Abdul Talib, Asmat Nizam
Yusof, Mahjabin
author_sort Abdul Talib, Asmat Nizam
title Antecedents of global brands preference among generation Y in Malaysia
title_short Antecedents of global brands preference among generation Y in Malaysia
title_full Antecedents of global brands preference among generation Y in Malaysia
title_fullStr Antecedents of global brands preference among generation Y in Malaysia
title_full_unstemmed Antecedents of global brands preference among generation Y in Malaysia
title_sort antecedents of global brands preference among generation y in malaysia
publisher IGI Global
publishDate 2020
url http://repo.uum.edu.my/27343/
http://doi.org/10.4018/978-1-7998-3042-9.ch009
_version_ 1675329769227419648
score 13.211869

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